Robert Collier Letter Book
is the Best Book Ever Written About
remember reading The Robert Collier Letter Book years ago when I
first got into direct mail.
"It was a revelation for me.
"It showed me exactly what 'salesmanship in print' is all about and moreover,
I learned how to actually write the kinds of sales letters that produce
astonishing results for my clients...
now I'm writing two sales letters for a client of mine and I'll
get paid $50,000.00 when I'm finished. Not bad for a week's work!"
going to your mailbox or web site and finding it stuffed with orders -- orders
that contain money for your products.
as you count the money and realize all the things you can buy with your profits,
you realize that it all started with a book called The Robert Collier Letter Book.
fantastic? Not for many who have studied and applied what they learned from The
Robert Collier Letter Book.
If a mailbox or web site filled with orders and pockets
stuffed with cash is what you want, pay close attention to the following. It's
some good news for you.
Before he died, Robert
Collier, the man who made millions for himself and his clients, left the world
Wrote Down All of His
SECRETS into This AMAZING Book
is the most often recommended book on sales letter writing in the history
of direct mail.
ago I got the reprint rights to this book and sold every copy I had in short order.
After I ran out people would offer me $100.00 for a copy. And I actually bought
back a few copies and resold them for $100.00. But most people wouldn't part with
their copies, even for $100.00!!!
well-known copywriter told me a story about how his house had been broken into
and the only thing missing was his copy of The Robert Collier Letter Book!
Even the burglar thought it was valuable. Smart burglar!
someone else got the reprint rights and has been selling it for $200-$300 since
then. Even at this price people buy it. But I never liked the idea of charging
such a high price, even though it was worth every penny.
book is too important to limit access to it. Many who needed it were not buying
because of the price. I thought it should be selling for a much more reasonable
price, even if some people were willing to pay the higher price.
for many years, there was no other option.
A New Source Opened Up
I got hold of a few copies of a newly reprinted but earlier, 1937 edition
that I can sell for about what I was selling the later, 1950 edition for back
in 1988. These are not used but new reprints of the earlier edition.
knows how long they'll last at this price? I hope forever. But just in case, I
wouldn't put off buying one if I were you.
the difference between the 1937 and 1950 editions? The 1950 edition has three
more chapters but three less pages. The 1950 edition clocks in at
463 pages and the 1937 edition has 466 pages.
I had to find out
I checked each edition and here's what I discovered.
1937 edition has 59 illustrations, 25 large ones, 6 medium ones and 28 small ones.
The 1950 edition has only 20 illustrations, 4 large, 3 medium and 13 small.
important are these extra illustrations? I think very. Here's why.
both books have sample sales letters, only the 1937 edition has extensive illustrations
of what the actual mailing pieces looked like, pictures included. I think that's
very important because it shows you what the package looks like to the reader.
else? Yes! Some of the words are different. The 1937 edition uses actual names
of many of the companies that did the mailings. For example, The Review of Reviews
was one mentioned. This makes it possible for you to track down and do further
research if you want to. At the very least it's more accurate. The 1950 edition
substituted "magazine" in the place of "Review of Reviews."
This is just one example of many.
some of the original text is missing in the 1950 edition. One example I came across
was a letter by and about Robert Collier himself. It spanned four pages and was
entirely left out of the 1950 edition but was included in full in the 1937 edition.
A very valuable addition indeed.
didn't check every word in both editions but I'm sure there are other instances
three missing chapters? Not terribly important in my opinion. One is called "Life
Begins at???" and is about health related sales letters. Another is about
"Showmanship" in writing letters. And the last is about "Miscellaneous
Products." No big loss in these three chapters and plenty to gain from what
was lost in the 1950 edit.
did the publisher make the deletions in the 1950 edition? I don't know for sure
but the 1937 edition is copyrighted by Robert Collier himself while the 1950 edition
is copyrighted by the publisher. My guess is that the publisher wanted to put
in the three chapters to include what they thought was more "modern"
material. But they didn't want the extra pages.
many of the illustrations and possibly some of the sample letters got axed in
the 1950 edition. And remember, the names of the companies were, in many cases,
made generic. I think they screwed up. I prefer the 1937 edition.
of which edition you get, The Robert Collier Letter Book is a wealth of information.
Is Recommended Reading By Every
Copywriting Expert I've Ever Known
once got a request from David Ogilvy himself for a copy to be sent to his
villa in France. Gary Halbert and Jay Abraham recommend it highly. Eugene Schwartz
recommended it highly as one of the few resources he listed in his book, Breakthrough
Advertising. The list goes on.
my opinion there is no better book on writing sales letters than The
Robert Collier Letter Book. All credible experts agree.
the really exciting news is...
What It Can Do for YOU
look at what you'll learn in its pages....
Robert Collier took a book publisher's direct mail package that cost $250,000.00*
but had sold only eighteen sets of books and turned it into a blockbuster
that made 34 1/2 per cent profit on sales...all within 6 months! How it
was done is fully explained in chapter 10.
an idea and $1000* led to a $20,000,000.00* a year business.
It's based on a technique that any business can use. Page 202.
one salesman sold more than $250,000,000.00* worth of yachts using direct
mail, some of them selling for more than 10 million dollars* each. Page 58.
Robert Collier used direct mail to change one company's balance sheet from
$800,000.00* in the red on June 1 to $1,210,000.00* in net
profit by December 31 of the same year. Chapter 16.
6 prime motives of human action and how to use them to make people buy
your product. Page 44.
the first thing is that you must do regardless of what product or service
you are writing about. Page 437.
a book whose sales had lately fallen off after six years was rescued. For the
appeal that got it back on track and selling 50,000 sets a year for two
more years, see chapter 12.
to get your prospect to want the thing you are offering. Page
- About a collection
of letters that sold 360,000 sets of books. Chapter 15.
every letter MUST have. Page 54.
is it that a letter that sells books in huge volumes can be just as successful
selling other products? Page 148.
to find the magic words that make people buy. Page 354.
Robert Collier took a product that sold only 5000 in two years and got it selling
70,000 in the same length of time. (Note: it was NOT the copy).
an interesting letter that pulled over 10 per cent in orders. Page 317.
to put a powerful hook into your sales letters and the only two reasons
why your reader will do what you say. Page 64.
can use direct mail to best advantage and for what purpose it is best adapted.
The author states in chapter 22.
an idea that sold books can also be used to sell houses, stocks,
computers or any other type of product. (This may surprise you).
amazing technique that bankrolled $2000 into $20,000,000.00* worth of book
sales for a young man from a small town. Find out his secret. (Note: anyone
can use it). Page 15.
Business Week got started and how Robert Collier was called in to get results
after the cream had been skimmed off the top. Chapter 23.
technique that added 50% to the pulling power of a letter. Page
- About one
letter that pulled in 300,000 orders. See the actual letter.
an offer that brought in a 10 per cent response at a cost of less than
2 per cent of the selling price!
How and why you should get the same results...even with unsophisticated copy.
- How to
find the motive that will impel your reader to overcome his economic inertia and
send you his order. Page 44.
an inexpensive addition to a letter raised the order response from 4 per cent
to 14 per cent! See the technique and the actual mailing piece. Page 284.
actual letter that got an order response as high as 10 per cent. Page 415-6
to reach business leaders by direct mail, even with a handicap that will amaze
you. (Which is why you will be all the more impressed with one letter that pulled
more than 9 per cent in orders and another over 8 per cent). Page 400.
selling $4,500,000.00* of a book is insignificant. Page 130.
is the ideal sales letter. Chapter 25.
you can find prospects for your products most easily. The answer
may make you rich if you play your cards right.
a letter that averaged nearly 9 per cent in orders.
kind of a letter could raise response from 2 per cent up to 7 per cent.
the experience of getting 3000 orders in a single day. Page 129.
to double your percentage of renewals. And two of the actual letters that
did it starting. Page 421.
odd-ball technique that pulled 12 per cent in order response. Page 319.
a letter that pulled as high as 9 per cent and sold 127,000 books in 6
months (Note: the book is still selling more than 40 years latter). Page 294.
of the most effective stunts ever used to get a business letter to the
right person and to get that person to look inside the envelope. Page 27.
unique way to offer a premium. Not only does it raise order response but
it doesn't cost anything! Page 417.
the best buyer. Page 226.
you can get the fruits of 100,000 selling phrases from over 200 different industries.
in every sale there is a critical moment when your prospect is almost convinced.
And what to do now that you have his attention, aroused his interest, persuaded
him that he must have the thing you are offering, proved to him beyond
question that it is the best or the cheapest; but yet he is still not quite
ready to sign on the dotted line. Page 56.
a prospect would buy from someone he's never seen before rather than from
a local store. There are two reasons. Page 59.
is the easiest way to make your prospects want your product. Page
- About the
amazing story of how Robert Collier sold the most unlikely of mail
order products, coal, and how, despite it being a commodity and apparently the
same as any other was able to get a higher price, even when customers knew
about lower prices from the competition. Page 69.
Robert Collier got a 4 1/2 per cent response in orders for an expensive
set of books using leads that were from one to two years old, had each been through
the hands of two or more salesmen, and had been labeled unsaleable. Page 78.
simple technique that jumped sales results from 3 to 9 per cent
and why it was never tried again. Page 252.
to do at the point in your letter when the prospect is almost ready to act.
If you fail to do this one thing, he will likely lapse from his "almost ready"
attitude back into indifference. Page 67.
an old strategy transformed a "dud" of a product (with 20,000 unable
to move off the shelf) to such a winner that an extra 10,000 were also sold.
- A small
touch that can add 10, 15, or 20 per cent to the pulling power of
a letter. Page 28.
are the best months of the year for the book business and why. Page
- A unique
idea that not only gets credit customers to pay up but to do it in advance!
is your most difficult task when trying to interest a prospect by mail.
Solve it and you can substantially increase your profits. Page 94.
a change in letterhead doubled the number of orders received from
that letter. Page 27.
are the poorest months of the year for merchandise and why. Page 227.
retailing's oldest weakness -- and its biggest handicap. Page 328.
the motives are that make people buy. Page 44.
type of product that is most difficult to sell by mail. Page
to lower the cost of your sale from 50 per cent to 5 or 10 per cent. Page
- About another
type of product you should not sell by mail and why. Page 275.
to take the guess out of advertising. Page 328-366.
a little town in northwestern Pennsylvania which had a mail order house. One that
built a business from scratch to over 10 million dollars* a year on one
basis only. Find out what it was and also see one of their most effective letters.
- Why a
little known factor in selling by mail could make you rich. Page 227.
to do when you've drained all the sales out of your market. Use this handy
technique and sell another 10,000! Page 145.
the letter that has been used for more than 25 years to sell one
magazine. Page 365.
is the one thing that really makes your message count and is beyond
the rules you can follow in writing a successful sales letter. Page 68.
to do when your competitors are selling inferior products for less and are
hurting your sales. Discover the little known technique that works, in
the book, including samples on following pages. Page 260.
Robert Collier has to say about using successful letters as a guide
to writing copy. Page 148.
every successful letter writer must ask himself. Page 44.
should you have a money-back guarantee. Page 94.
you can tell if there is something wrong with your methods or your product.
long your letters should be. Sometimes short? Sometimes long? The correct
answer can be found on page 441.
you should use a stamp on your letters. Page 27.
way works in adapting successful letters? Page 148.
six essentials contained in every good letter. And why they
are so vital. Page 68.
the only limit to your sales. Page 259.
strongest motive you can use to make people buy. Page 45.
most important factor in making your sales. Page 440.
should you have a free-trial offer. Page 94.
is most important: your letter, brochure, or order form. And how much weight
each carries in importance. Page 184.
helpful tips on editing your sales letters. Page 438.
is the constant factor in all selling. Page 148.
is one of the most important essentials of selling. Page 213.
the original "coin" letter said. Page 302-305.
samples of 324 letters on all types of products. Letters that have actually
been used and proved successful at bringing in orders.
campaigns were planned and carried out.
one large publisher's book was brought to life, selling a million copies,
after ten to fifteen years of gathering dust on their shelves. Page 15.
a man used direct mail to successfully start a store front business and
make it profitable in only 7 months. Page 368.
selling really is. Page 360.
two parts of every successful close. Page 67.
point that you should always remember about the sale of your product. It
holds whether you sell in person or by direct response. Page 457.
the connection between Robert Collier selling coal and the success of
Ivory soap led to a technique that could mean millions to you in your
business. Page 75.
you need something more than just "rules" to get sales producing
letters. Page 68.
first thing to do in writing any direct mail sales letter. Page 7.
to get the reader's interest even before he gets to the first line of your
letter. Page 26.
to put a powerful hook into your sales letters. Page 64.
strongest of all the different types of letter openings. Page 330.
two excellent subscription renewal letters that got a 20% response! Starting
on page 410.
it is about some letters that makes them so much more effective than others.
- The purpose
of a direct mail sales letter. Page 457.
most important essential in your direct mail letter. Page 14.
one thing you should always keep in mind. Page 349.
one reason why anyone ever reads the letter you send. Page 64.
to decide whether to put a catchy phrase on the outside of the envelope. Page
- The details
about a letter that sold $3,500,000.00* worth of shirts by mail, starting
on page 240.
a letter that sold 20,000 pairs of silk socks. Page 243.
type of letter you should be wary of because everyone admires it. It may
bring praise but few orders. Page333.
part of a letter makes or breaks it. Page 360.
to make your collection letters much more successful. Page 55.
the most successful series of collection letters. Page 435.
hardest job a collection letter can have. Page 425.
truism that will lead to you getting a higher pay-up whenever you extend
credit terms. Page 220.
ultimate purpose of every business letter. Page 1.
to get the attention of business people. Page 16.
to put your ideas across better. Page 30.
do you crash through the barrier and get your prospects to buy your product.
Even while competitors are insisting that their products are the best. Page 54.
you should do when you find an approach that is unusually successful. Page
- About the
most profitable invention ever made and how you can use it. Page 449.
eternal question which stands up and looks you and every sincere
person squarely in the eye each morning. Page 18.
putting copy on the outside of an envelope is better than a plain envelope. Page
- How one technique
that pulled a tremendous amount of orders nearly bankrupted the company.
Find out how and why it happened and what was done to recover successfully. Page
- Some typical
openings that get the reader's attention and lead logically on to a description
of your offer. Page 17-26.
effective technique to get testimonials. Page 54.
to judge that a letter is "good." (including samples). Page 333.
right way to approach a prospect by mail. Page 2.
to get news interest into your letters. Page 16.
an actual piece that pulled 8 per cent and could be useful to you when
selling to parents. Page 97.
to inject life into a boring subject. Page 357.
the mind thinks. Page 30.
to avoid attracting the wrong kind of attention. Page 3.
only way you can sell more than one product in a single envelope and actually
increase overall sales. Page 270.
to approach a doctor, or a mother, or a housewife, or an insurance agent,
or a retailer. Pages 5-6.
and why a simple picture added 10 per cent to the number of orders.
- A technique
that can add 15 to 30 per cent to the number of orders. Page 248.
to raise money by mail for just about any organization. Chapter 26.
one best method of approaching your prospect.
people buy what they buy. Page 15.
to approach a druggist, or a home owner. Page 4.
to arouse in a prospect the desire to buy your product. Page 7.
general rule that adds to the number of your orders. Page 279.
only two reasons why your reader will do as you tell him to in your
letter. Page 64.
to save nearly half of your postage (in certain circumstances). Page 27.
of the strongest traits in human nature. Page 365.
secret to getting your ideas clearly understood. Page 31.
the old "Give me Five Minutes, and I'll Give You..." approach still
works. Page 346.
the whole world wants and has always wanted since the beginning. Page 16.
important appeal you can use once you have gained your prospect's attention.
to do once you have your reader's interest. Page 30.
tested selling sentences and how they can be used to increase response.
Starts on page 328.
a change in appeal quadrupled returns. Page 38.
to take the guess out of your advertising and put profits into your pockets.
Amounts have been normalized to current values.
you can't make back hundreds or even thousands of times your investment
in this book, then you aren't paying attention. Read it again.
are, when you get done reading this book, wild horses couldn't drag it away from
have paid up to $300.00 for a copy. Even at that price it's worth every penny.
As I write this there's even a copy on sale for over $1,000.00!!!
you won't have to pay anywhere near that for this new 1937 reprint edition because
it's yours for only $49.97 + S&H with a sturdy hard cover binding.
is only $5 per copy in the US, $10 for Canada and $15 elsewhere.
that's not all. I've got some extra bonuses
Collier's Million Dollar Sales Letters
and What They Can Show You About Making
Way back in the 80's when I had
acquired the rights to The Robert Collier Letter Book, I also searched for anything
else written by Collier. This was one of the things I found and acquired.
consists of 15 sales letters and their explanations. These letters are NOT included
in any edition of The Robert Collier Letter Book. Normally, I sell this in a printed
edition for $19.97 but it's yours at no extra cost with your order and while this
offer is in effect.
Advertising by Claude Hopkins
as THE classic text on advetising and marketing, this is one of the most recommended
books by all top direct response experts. Jay Abraham said he read it 50-60 times
when he was first starting out and continues to read and refer to it to this day.
It's a valuable resource and one that complements The Robert Collier Letter Book.
The Robert Collier Letter Book Has Been Successfully Used By Direct Marketing
Professionals by Carl Galletti
This is an exclusive bonus that shows you how various direct marketing professionals (copywriters and other marketers) are using the Robert Collier Letter Book to generate millions of dollars in sales. Very informative and very valuable.
Very Best to You,